LONDON: Sony Computer Entertainment UK has hired Fever ahead of the launch of the PlayStation 4 gaming console.
Fever, part of the Nelson Bostock Group, was selected following a two-stage tender process that culminated in a three-way pitch. The hire comes months ahead of the PlayStation 4 launch, which is scheduled for the end of 2013.
It also follows Sony parting ways with John Doe, ending a relationship with agency founder Rana Reeves that started when he was at Jackie Cooper Public Relations (now JCPR) more than a decade ago.
As well as helping to launch the console in the UK market, Fever's responsibilities will include extending the appeal of PlayStation's existing consoles, the PlayStation 3 and PS Vita, by reaching out to new audiences such as family and casual gaming markets.
Fever will also help with the PR campaigns for software releases from Sony Computer Entertainment UK, such as “Beyond: Two Souls,” “Rain,” “Puppeteer,” and “Invizimals.”
Sony previewed the console earlier this year. It is seen as vital for the company, which posted a profit of $435 million for the fiscal year that ended March 31.
“With the launch of PlayStation 4 on the horizon, this is arguably the most important time in PlayStation's history,” said David Wilson, head of PR at Sony Computer Entertainment UK. “With Fever, we feel we have an agency that understands our target consumers and can develop insight-led ideas that will resonate with the right people. We are confident its experience will help us push PlayStation to new heights.”
Bruce McLachlan and Frankie Oliver, joint MDs at Fever, will lead the account.
This story originally appeared on the website of PRWeek UK, the sister publication of PRWeek at Haymarket Media.